MarketInk: Sheila Fox, ‘Grande Dame’ of San Diego Advertising, Reflects on Her 40-Year Career

Sheila Fox is looking forward to the Fourth of July.

Regarded by many as the “grande dame” of the San Diego advertising industry, Fox is now semi-retired following a memorable 40-year-plus career in the ad business.

Her remarkable advertising and marketing career has included many notable accomplishments and honors. She has been listed in the “Who’s Who in Advertising in the United States” for 30 of the past years.

On Thursday, more than 30 family members and friends, including siblings, school-age nieces and nephews and their friends, are expected to visit her home situated on the lake in Westlake Village in northern Los Angeles County. Her home is one of many in the Conejo Valley community that fronts the landmark, 125-acre man-made lake with eight miles of shoreline.

“Fourth of July is a big deal here on the lake,” Fox told Times of San Diego. “My sister and her husband just moved into the home next-door to me so we’ve got summer fun dialed-in with two lake front properties adjacent to a beach and a park. They have a boat and the kids will have their kayaks. We’ll have fishing, corn-hole, beach volleyball, badminton, pickleball and tetherball. There will be water-wars with giant squirt gun battles, BBQ and root beer floats. Just like a modern Norman Rockwell painting.”

Fox is believed to be the first woman to serve as president of a San Diego advertising agency. Over the years, she has impressed people with her knowledge and expertise, always delivered graciously, ever since her first advertising job.

In 1969, as a senior at Cal State Northridge, she interviewed for a job at Leo Burnett, a prestigious Los Angeles advertising agency, and “they hired me on the spot,” said Fox. “Our professors told us we should practice interviewing for jobs, but they told us not to expect to get hired right away. They didn’t believe me when I told them I got a job at my first interview at Leo Burnett, which was the fourth largest agency in the world at the time.”

The Leo Burnett office was located across the street from Capitol Records in Hollywood, just one block up from the famous intersection of Hollywood Boulevard and Vine Street. The agency is famous for developing iconic characters for brands like Pillsbury Doughboy, Tony the Tiger, Snap, Crackle & Pop, Charlie Tuna, Jolly Green Giant and many more. There, she learned creative and production as well as media strategy and planning.

After Leo Burnett, Fox worked at Boylhart Lovett & Dean of Los Angeles, where she learned account service. That agency was later acquired by BBDO.

Then, in 1979, Fox relocated to San Diego with husband Chuck. He passed away in 2012 at 65. Chuck was a columnist with the Presidio Sentinel and San Diego Daily Transcript newspapers and served as president of the San Diego Press Club from 2008 to 2009.

Upon arriving in San Diego, Fox joined Chapman Warwick Advertising where she managed the San Diego Convention & Visitors Bureau account. Convis is now known as the San Diego Tourism Authority.

From 1984 to June 1997, Sheila served as president of Chapman Warwick. The agency became one of San Diego’s largest ad agencies with annual billings rising from $3 million to $15 million under her leadership.

However, the story of her decision to transition from Chapman Warwick to the start of Fox Marketing Network illustrates her character and concern for others.

As Fox tells the story, “It was June of 1997, and we lost Convis, our biggest client, which meant staff reductions. I looked at the staff names and began assigning existing clients to various employees. Everybody on the staff moved-up a notch. When I got to the end of the list, I realized that everybody had something to do except me. I realized this was an opportunity to take a much-needed break and I resigned.

“I took the opportunity to turn lemons into lemonade. For the next six months, I slept, rested and planned my next step. Frankly, I felt I was somewhat unemployable because it’s awkward to apply for an assistant marketing director position after being an agency president. So, I started consulting under my own name in January 1998.”

Over the years, the Fox Marketing Network has served as number of clients including the Old Globe Theater, San Diego Better Business Bureau, Anderson Plumbing and the San Diego International Film Festival. She continues her work with the film festival, her client for the past 10 years.

Under the Fox Marketing Network banner, her first client was the Old Globe.

As Fox tells the story, “Tom Hall, managing director at the Old Globe, called me and asked me when I was going end my sabbatical and get back to work. Audrey Geisel had just given the Globe the rights to develop the stage play for ‘`’How the Grinch Stole Christmas’ and he wanted me to help make it make it a San Diego tradition. I couldn’t think of a better project to start my new consultancy.

“I had an idea to start the Grinch experience on the plaza outside the theater instead of waiting for the curtain to go up. Tom liked the idea, but there was no budget. So, I called Hal Sadler of Sadler Tucker Architects because they were the lead architects on the Convention Center expansion. I told him I thought he should help create Whoville out on the plaza as a gift to the community.

“He had grandkids who loved the story so he called in all kinds of favors from the construction crew. Those amazing guys built our Whoville which became an instant hit for holiday family photos. I’m very proud that it’s a tradition that continues today.”

In 2004, Fox agreed to help operate the San Diego Advertising Club with event producer Annie Revel. Fox served as the Ad Club’s executive director until 2015 to focus more time on her marketing consultancy. The Ad Club was renamed as to SDX in May 2014. And since July 2019, the professional networking organization has been the One Club for Creativity San Diego.

While at the Ad Club, she also served as the Western Region chair of the American Advertising Federation, helping to promote professionalism with the national Addy Awards creative competitions, as well as developing Ad 2 young professional clubs and student ad clubs.

Also while at the Ad Club, Fox had a scholarship named after her. In February 2012, Lisa Papada became the first recipient of the $2,500 Sheila Fox Scholarship for advertising students.

For 16 years, she consulted with Mary Jean Anderson of Anderson Plumbing, Heating and Air, known for a tagline of “Nobody wows clients like we do!”

“Mary Jean is the dream client who totally gets the value of brand building and marketing,” said Fox. “Not only did we build the company to be in the top 1% of plumbing, heating and air conditioning companies in the country, but along the way we became the best of friends. So last year when she was talking about retiring, the timing was perfect for me to step away as well.”

In 2022, she sold her home of 25 years on Ibis Street in Mission Hills and moved to Westlake Village.

“It was very difficult to leave all my friends and adopted family members in San Diego,” said Fox. “It was also hard to leave my dream home, which had been designed by Henry Hester, a well-known, mid-century modern architect. We called it the tree house because it was nestled among eucalyptus trees. It gave me joy every morning when I woke up among the trees. It was my sanctuary.

“However, it was time for a new chapter and relocate closer to family. So, how lucky am I that I moved from a tree house to a lake house?”

In keeping with her motto, borrowed from Ralph Waldo Emerson, Fox believes that “nothing great is ever achieved without enthusiasm.”

“I’m having a great time in semi-retirement. There’s always more living to do,” she said. “Independence Day is one of my favorite holidays. This Fourth of July on the lake in Westlake Village promises to be the best yet.”

Newsradio 600 KOGO-AM Revamps Afternoon Lineup

Newsradio 600 KOGO-AM, operated by iHeartMedia San Diego, has announced a new schedule for its weekday afternoon talk shows hosted by local personalities.

Mike Slater will be heard from 3 to 4 p.m., followed by Lou Penrose from 4 to 6 p.m., and Leland Conway and Mark Larson from 6 to 8 p.m.

“I’m thrilled about our new afternoon lineup,” said Mary Ayala, program director. “It showcases some incredible local talent who are ready to tackle tough San Diego issues head-on, in addition to providing listeners with insights and perspectives on national news and politics as we navigate this crucial election year.”

Slater, who has worked in the San Diego radio market since 2011, delivers an insightful show with a conservative perspective on today’s issues, a station statement said.

Penrose, who also runs a government relations and public affairs consulting firm, began at KOGO-AM as a fill-in talk-show host for Carl DeMaio in 2018, and continued on the air when DeMaio took a leave of absence to run for Congress in 2020.

After losing in the primary election to Darrell Issa, DeMaio rejoined KOGO and was paired with Penrose for an afternoon show. DeMaio is currently running for a state assembly seat and not working as talk-show host on KOGO-AM.

Penrose told Times of San Diego he signed a multi-year contract in April. The station said Penrose “is a dynamic voice in conservative talk radio known for his high-energy delivery and engaging show format.”

“I am excited about the announcement of this new contract with iHeartMedia and proud to be serving under a great San Diego leadership team,” said Penrose, who has served as chief of staff for several members of U.S. Congress, including John Campbell, Ed Royce and Mary Bono, prior to his roles at KOGO-AM.

Conway’s radio career has included stints at stations in Richmond, Louisville, Atlanta, Denver and Phoenix. He also has been a fill-in host for the nationally syndicated “Joe Pags Show.”

“We stand up for our community and its taxpayers, but we do it with a smile and a laugh,” said Conway. “If you listen to Conway and Larson, you’ll come away informed and entertained, every time.”

Larson has worked in the San Diego radio market since the mid-1970s.

Public Access KOCT-TV Honored by Supervisor Jim Desmond

KOCT-TV, an Oceanside-based, public access TV station airing city, county and state government programming, has been honored by San Diego County Supervisor Jim Desmond with a 2024 State of North County award.

Carly Starr Brullo Niles, KOCT executive director, was presented with the Real News award from Desmond. KOCT-TV was one of 15 recipients of 2024 State of North County awards.

A statement from Desmond’s office said, “KOCT has provided public, educational and government access programming for over 35 years, ensuring our community stays informed with real news.”

Founded in 1984 as a non-profit corporation, KOCT provides a voice in the North County for programming about non-profit and community groups. It also serves as workforce development with volunteers and interns who have gone on to work in commercial broadcast, film and online entities. Viewers can watch KOCT on Cox Cable in Oceanside on two channels, including Channel 18 for arts, culture and education, and Channel 19 for history, local politics and city government, or the station’s webside, www.koct.org.

TV, Radio Supported Red Shoe Day for Ronald McDonald House

San Diego TV station KFMB-TV and iHeartMedia San Diego, operator of eight radio stations, served as media sponsors of the 2024 Red Shoe Day, a fundraiser benefiting Ronald McDonald House Charities of San Diego.

The fundraiser featured volunteers carrying iconic red shoes and collecting cash donations during the morning commute at 81 high-traffic, intersections on Wednesday, May 22.

A spokesperson told Times of San Diego that more than 650 volunteers raised more than $205,000 in donations in support of Ronald McDonald House, a 57-suite, guest lodge and day-use center that serves as a home-away-from-home for families of seriously ill or injured children being treated at San Diego hospitals.

The top 10 fundraising teams included Pella Windows, Culture Partners, Kiwanis Club of Alpine, TCW Global, Team CRB, Coldwell Banker West, Pacific Southwest Association of Realtors, Kiwanis Club of San Diego, Chula Vista Sunrise Rotary and Hearts of 92127. About 650 volunteers participated in the fundraiser.

iHeartMedia San Diego operates eight stations in San Diego, including Newsradio 600 KOGO-AM, San Diego Sports 760, KGB-AM, The Patriot AM 1360, KLSD-AM, KGB-FM 101.5, KHTS-FM Channel 93.3, KIOZ-FM Rock 105.3, KMYI-FM Star 94.1 and KSSX-FM JAM’N 95.7.

Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.